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Budgeting for 2009?????

R

redneckriviera

So what kind of guidelines will we all be using for 2009? Is the economy going to turn around by July of next year? Should we anticipate continued revenue drops? Or should we be optimistic and budget modest increases for all or part of the year?

Got to start the calculator gymnastics fairly soon and I'd welcome input from outside these walls.
 
The whole exercise is never better than Educated Guessing. Still, if you look around at all the business sectors on the skids and the record drops in consumer confidence, the next 12 months don't look like a bonanza.

Certainly the first six months may be pretty rough. Somewhere along the way, though, the pent-up buying for new cars and new homes (new furniture, new clothes, new whatever) is going to break loose.

Radio has generally done better than other media in recessions. That's not a fairytale, it's true. Because radio has always been less expensive than other media.

Probably won't set any sales records in '09, but maybe a year-end uptick could save the year.
 
Agree that the first six are going to be very bad. The last six will show some improvement but I don't think it'll be enough to make it all up by the end of the year. I'd plan on national and regional to be down 20% for the year so if you want to break even then it'll all depend on the strength of you local sales team, which in turn will depend on how many new doors they have ALREADY begun to open. If they are lazy and sit around waiting for the car and furniture orders to come in vie e-mail then you are screwed and expect a 30-40% down turn next year. If they've been out knocking on new doors and building relationships which should have started placing new clients on the station(s) you might get lucky and match this year.

I'll venture this, if your sales and air staff do not work in total concert and if ownership doesn't understand that a promotional budget and a sales promotional budget are two different animals then 2009 will be a very long year for you. Good luck RNR!
 
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